Public hunt for 77 Diamonds’ gem dropped from sky

Online diamond jewellery retailer 77 Diamonds has sparked a treasure hunt in Lincolnshire, having launched a £12,000 diamond into space as part of a publicity stunt.

The retailer is now encouraging members of the public to seek out the precious gem, which wasmounted on a steel rod frame and attached to a heavy-duty helium balloon. The stone took to the sky on August 7 until atmospheric pressure caused the precious cargo to fall back to solid ground.

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After floating for 150 minutes and travelling 60 miles, 77 Diamonds has confirmed via GPS that the diamond landed within a 5 mile radius of the village of Lea, Gainsborough, but remains unclaimed.

The company is now calling on members of the public to seek out the diamond to claim it as their own.

The stunt was designed to promote the jewellery retailer’s interactive universe, Diamonds in the Sky, which invites users to populate a virtual night sky with thousands of stars.

77 Diamonds co-founder Tobias Kormind, said: “What better way to raise awareness of our virtual universe than by actually making it a reality and putting a diamond in the sky for the first time ever.

"77 Diamonds has a long history of helping people to find the perfect diamond for an extra-special event in their lives. With Diamonds in the Sky, we wanted to explore the parallels between diamonds and stars in an imaginative and engaging way.”